Female influencer vlogging online with smartphone cam and ring led from home

Influencer marketing will continue to be a powerful tool for brands looking to connect with their target audiences throughout 2024. That said, the landscape of influencer marketing has undergone significant changes in recent years and is constantly evolving, meaning brands need to adapt and refine strategies to stay relevant and ensure its effective. 

In this blog post, we’ll explore the ins and outs of influencer marketing, highlighting the trends and strategies that will shape the industry in 2024.

In: Micro and Nano Influencers / Out: Fame Over Focus 

In recent years, there has been a shift towards micro and nano influencers, individuals with smaller yet highly engaged audiences. These influencers often bring a more genuine and personal touch to their content, fostering stronger connections with their followers. 

In 2023 brands certainly started to recognise the value of these influencers, opting for more authentic partnerships that resonate with niche audiences. This will only grow in 2024.

Brands need to make sure that their choices fit with their target audience. Working with a huge well known influencer can only get you so far – working with the biggest foodie influencer for instance when your brand focuses on vegan food can alienate your existing pool of loyal supporters, essentially doing more damage than good. 

In: Authenticity and Transparency / Out: Cash grab campaigns 

10 years ago or so, many influencers could get away with promoting pretty much anything. However, in recent times honesty and integrity have become paramount in successful influencer marketing campaigns.

Audiences today crave genuine connections and are quick to spot inauthentic content. When working with influencers, your brand will be expected to collaborate with individuals who align with the values and principles of your audience. 

Modern audiences are becoming less tolerant of influencers who are clearly promoting for the money. To avoid this, your brand will need to carefully work with influencers who genuinely care about your brand’s purpose. Although this can be a longer approach the reward will shine through in comparison to taking the quick cash grab approach. 

In: Long-Term Partnerships / Out: A one-time collaboration 

Rather than one-off collaborations, brands are increasingly opting for long-term partnerships with influencers. This approach allows for a more sustained and authentic relationship, fostering a deeper connection between the influencer and the brand.

Long-term partnerships also enable influencers to become genuine ambassadors for a brand, creating a more consistent and cohesive brand image which resonates better with consumers. 

In: Data-Driven Decision Making / Out: Random selection 

New advanced analytics tools have empowered brands to make data-driven decisions when it comes to influencer marketing. Metrics such as engagement rates, audience demographics, and conversion tracking are now essential in evaluating the success of campaigns. Brands are leveraging this data to identify high-performing influencers and optimise their strategies for maximum impact.

You can look into working with someone who on paper looks ideal for your brand, but if they aren’t drawing in the figures that will impact your brand then will the results be worth it? 


In: Audio / Out: Generic content 

The concept of virtual influencers – computer-generated characters with curated personalities – is gaining traction. These influencers offer a unique avenue for brands to experiment with creativity and storytelling. While not suitable for every brand, virtual influencers can appeal to younger, tech-savvy audiences and provide a futuristic twist to influencer marketing.

As we make our way into influencer marketing in 2024, it’s clear that the landscape is continually evolving. Brands that embrace authenticity, stay agile across platforms, and leverage data-driven insights will be well-positioned to navigate the dynamic world of influencer marketing successfully. By understanding and adapting to these trends, marketers can build and create meaningful connections with audiences and drive impactful results in the ever-changing digital landscape.

We work with a variety of brands on their influencer marketing, helping them to expand brand awareness, prompt purchase and create engaging content. Get in touch today to find out how we could help you. Call us on 0113 430 4160 or drop us an email: hello@prohibitionpr.co.uk

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  2. The 5 Biggest Mistakes To Avoid In Social Media Video Marketing
  3. Luxury PR and Marketing: TikTok’s Potential for Luxury Brands